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Every year (since 2001) Mary Meeker over at Kleiner puts out an Internet Trends report. It’s always of incredibly high quality and well read by the start-up set. The report tends to effectively distill the abstract trends most marketers are aware of but couldn’t explain so elegantly. And considering it’s a whopping 197 slides there is always lots of actionable and quantifiable information about things you never knew and yet are major global forces.

After getting a large coffee, (and then another) to dive through this year’s tome of knowledge, we pulled out the four most important slides for mobile marketers. Obviously these aren’t micro tactics for wedging down your cost of acquisition- these are macro trends shaping the future of our industries and lives.

Controlling the SignalThe entire marketers paradigm needs to shift away from the broadcaster perspective. The game has changed. Every single person online has a different media consumption profile than every other person living in their home and for the first time ever, with a mobile device in every family members hand, there’s no need to share. People control the signal. People expect to choose content what they consume. Use effective targeting to find people who will consume what you produce. Targeting is different than in the broadcast era. Find your tribe. They are not defined by the same artificial segmentation barriers they used to be.

The False Consensus Bias

In psychology, the false-consensus effect or false-consensus bias is a cognitive bias whereby a person tends to overestimate the extent to which their beliefs or opinions are typical of those of others. There is a tendency for people to assume that their own opinions, beliefs, preferences, values, and habits are normal and that others also think the same way that they do.

If you want to create value for most people with a smart phone, very soon that will not look like building a sharing economy proof of concept app that gets early traction in San Francisco. App marketers need to be thinking hard about the complex, distinct and massive mobile ecosystems of China, India, Brazil and others. What’s your BRICS strategy? You need one.

We are Just Getting StartedEvery mobile ad tech company on earth has used some variation of this slide to explain why they are in a good space. The real opportunity is still untapped. Remember. mobile online didn’t kill desktop online, it kills everything else.

As a marketer you need to remember that the technology is just getting started. The last couple of years have seen the mobile ad-tech ecosystem evolve and change at break neck speeds. New companies, new techniques, new products- it’s almost impossible to keep up- and that’s not slowing down anytime soon. There’s too much money to be made.

The Bar is RisingIt’s amazing that 30 pixel banner ads running along the bottom of your screen are still a thing, but they are. In fact they are still a big thing. But that is changing. Native ad formats, improved targeting and video ads are all moving the bar on quality.

We’re getting to the point where more than anytime in history advertisers can make ads matter. Facebook (and maybe Google) know enough about you to make mobile ads genuinely useful, to provide a service when (and right before) you need it. Mobile marketers have to be ready for extremely discerning customers who expect ads to look great, and be well suited to their tastes.

If you have the time you can check out all the slides at the KPCB site, but either way don’t ignore the above four trends when building out your long term mobile marketing strategy.